On the one hand, they have to face the strong rebound of German and Japanese, driving the market share to climb all the way. On the other hand, mainstream independent car companies such as Geely and Chang 'an continue to arch upwards, encroaching on the site of joint venture cars. The weak, such as Dongfeng Renault, chose to leave in the dark. So, who will be the next Dongfeng Renault? It is conceivable that this fear pervades all second-and third-line joint venture brands in the bottleneck period.
Almost every weaker brand is grabbing the market: Buick Hideo made a profit of 60,000 yuan, Peugeot went public at a reduced price in 2008, and the 6 18 event was 50% off. ......
Being in such a bad competitive environment, it seems a bit "anti-human" if you don't seize the time to grab the market.
However, Dongfeng Da Yue Kia is different. Looking at its terminal market price this year, you will find that the preferential margin is smaller than that of the previous two years. This picture seems to confirm the promise made by Li Feng, general manager of Dongfeng Da Yue Kia Co., Ltd. last year-"Don't worry".
On July 2, in an interview with the automobile industry and commerce and other media, Li Feng reiterated his three-year reform plan of "no hurry and no rashness". In fact, on many occasions, Li Feng mentioned "three years". This time is not so much a "military order" as a timetable given by a senior autobot after rational judgment.
Li Feng thought clearly from the beginning: Take your time is the fastest shortcut, because as soon as you come, so soon as you go. Last year, he made it clear: "We will not pay attention to the temporary sales gains and losses, because the temporary one city and one pool is meaningless." At the beginning of this year, Li Feng once again told the media: "The price cannot be sold lower and lower."
Well, Li Feng has only been in office for half a year, but Dongfeng Da Yue Kia has shown obvious signs of recovery. Today, Dongfeng Da Yue Kia shows a trend that sales revenue growth is greater than sales growth. Taking June as an example, the sales volume increased by 265,438+0% and 565,438+0% compared with last year. The proudest thing is that in June this year, compared with the same period of last year, the price of Dongfeng Da Yue Kia bicycles increased by more than 20,000 yuan.
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Create two new labels: technology+youth
If you carefully study the development of Kia in China, you will find that the sales of Kia and its own brands have been changing. For example, the sinking period of Kia from 2005 to 2008 happened to be the glorious period of Chery. Kia's sales stopped at 20 15, which was also the period when Geely Automobile and Great Wall Motor began to break out.
Why is there this coincidence? The biggest reason may be that Kia is used to taking the low-cost route in the China market, and the brand image of "cheap car" is deeply rooted in the hearts of consumers.
But in fact, Hyundai Kia Group has built cars for more than 60 years and naturally has its unique strength and brand culture. Looking at Ward's list of top ten engines in the past five years, Korean cars have been on the list as many as seven times, surpassing Toyota and BMW, and the types of engines on the list are also very rich. Especially in the past two years, Qiya Ryder won the title of World Car of the Year in 2020, which is the first time that Kia Motors won the World Automobile Award representing the global automobile market.
However, the moderation in brand power always makes people misunderstand that Korean cars are "not technically hard enough".
Fortunately, the reform courage of Hyundai Kia Group is still great, and Kia's update of Logo is a proof. In addition, it is better to plan to re-introduce the luxury brand Jens into the China market, or hire local talents such as Li Hongpeng to focus on the brand, or evolve the naming into a more fashionable "Onsinor" and "Fista" system. After all kinds of actions, we can actually see the determination of Hyundai Kia Group to eliminate the old spirit and revitalize the new brand.
Hyundai Kia Group plans to replace the Kia logo at 10 in June this year.
The prescription given by Li Feng basically meets the requirements of Hyundai Kia Group.
In Li Feng's planning, "technology brand" and "rejuvenation" are the key points this year, and these two key points will be fully exerted on ——K5 Kaiku, which represents the brand breakthrough.
On July 2nd, after K5 Kaiku appeared at the press conference, Dongfeng Da Yue Kia held an online technical conference for K5 Kaiku. The conference revealed in detail the birth platform of the car-the latest i-GMP platform, the fourth generation CVVD technology carried by the engine, and a number of leading intelligent technologies.
At the press conference, the Korean Senior Technical Director of China Yantai Technology R&D Center of Kia appeared at the press conference site in the form of holographic projection. While explaining Kia Black Technology, it also gave the audience a wonderful feeling of being in a sci-fi blockbuster, which set off the technical atmosphere of the conference in place.
Holographic projection technology conference
Li Feng told us that Dongfeng Da Yue Kia also specially cooperated with Zhihu to set up a laboratory to expose the truth-the "Cool I'm Good Inside" laboratory on the Zhihu to show Kia's internal technology that others can't find. "This lab will realize Kia's image transformation through three steps: the first is to pay attention to prejudice, the second is to expose the truth, and the third is to reshape the benchmark."
At the level of young people, Li Feng hopes to make K5 Keku a "cool person". To this end, they will continue to carry out tidal force linkage and cross-border activities, such as inviting well-known designers in the clothing industry to carry out cross-border activities, such as looking for spokespersons in 30 cities across the country, combining body shape, posture and tidal force to interact with consumers to complete physical training and so on.
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